The Ordinary Serum Foundation is coming back!
Yes, you heard that right! The Ordinary is bringing back the serum foundation today, 21st February 2025. They say it´s for a limited time only, so if you want them, be quick! Buy the serum foundation here.
In May 2023, it was announced that The Ordinary Foundations & Concealers were being discontinued. BUT…on Friday 14th February, The Ordinary made a HUGE announcement saying the serum foundation is coming back! There is a but! They say a limited, so, if you want one, you need to be super fast. From experience of previous launches, products normally go live around 9am/10am EST.
May 2023
The Ordinary Foundations Discontinued
Are The Ordinary foundations & concealer being discontinued? Yes, they are! Many of the Deciem Addicts in the Facebook Group are saddened by this news. Foundations and concealers to match your skin tone and budget are so hard to find, so those who have been using these products for years are devasted and desperately looking for alternatives.
If you are looking for some alternatives to The Ordinary Foundations, join The Ordinary & Deciem Chat Room Facebook Group, where we have a lot of suggestions for alternatives.
Today, The Ordinary sent out this email.
We got to where we are today by being comfortable with failing.
So instead of quietly discontinuing our Foundations and Concealers, we wanted to share a little about their upcoming departure—to reinforce our belief that the things that didn’t work out are an equally important part of the journey as those that did.
As some of you may know, we produce our products here from our happy home in Toronto. The production process for Colours is complex and requires heavy input from many of our team. The accessible pricing we felt was sensible to charge for the formulas would only cover our production costs if the volume we sold was high.
Despite many people loving the formulas, we didn’t manage to reach enough of you. Our Colours range, and the products have not been profitable since their launch. Although we strongly believe in both products, their popularity was not strong enough to make their production sustainable.
Are The Ordinary Foundations & Concealer Being Discontinued?
People were telling us we needed to market them differently. To say they had skincare benefits—to create something that wasn’t there. But the Colours formulations are intentionally simplistic. Minimalistic suspensions of pigments that even out tone, with a real-skin finish—designed to be used with your skincare underneath.
Letting go of Colours has been a tough decision to take.
Especially difficult since many of us here use and love the products. Our hearts said no, but our heads said yes. So we will be saying goodbye to our Colours Concealers from January 30, 2023, on theordinary.com. Foundations will be with us a little longer—until June of next year. If you’re looking for coverage with a real skin finish, you may want to explore our Serum or Coverage Foundation (just don’t fall too in love). The Ordinary Colours are no longer available in stores. You will only be able to be purchase them via theordinary.com.
Colours may return in our more distant future. Until then, we will continue to play in the space we know best—sensibly priced, science-proven skincare. And we will always, always celebrate our failures with you.
The Ordinary Reviews
For all other The Ordinary products, you can find reviews here.
